Catherine Kehoe has had to operate in an environment that has been fairly hostile to banking brands. In November 2014 she launched a corporate brand campaign around the ‘Helping Britain prosper’ strapline to reinforce the “deep gratitude” the company has towards the UK for its support during the crisis that saw Lloyds Banking Group accept state aid. She joined the bank from Yell Ltd, where she led a team of 100 marketers across Yellow Pages, yell.com and 118 118. Today, she is responsible for brand management, marketing strategies and communications across 13 brands, including the relaunched Lloyds Bank, Bank of Scotland and Scottish Widows. Lloyds Bank was the only big four bank to grow its value in 2014. According to Brand Finance, its value grew 16% to £4.4bn.